Halal Select Snacks Launches America's First Rice Crispy Treat for Muslims

09/06/06 Halal Select Snacks, a Muslim owned company, has announced the launch of America's first Halal Crispy Treat earlier this month. The company unveiled its mouthwatering rice-crispy treat which is expected to reach Muslim schools, grocers, supermarkets, and mosques throughout the U.S. and Canada within the next week. Following the success of the company's Halal Marshmallows (retail $1.75), the new sized Crispy Treat hopes to generate a promising response from the 7 million strong Muslim community at a low price of 59¢ each or 2 for $1.

The Halal Crispy produced by Halal Select Snacks uses ingredients and production processes that meet Islamic dietary rules. Some candies, such as Rice Crispy Treats and marshmallows, contain gelatin -- which is mainly derived from an animal source like pork and beef derivatives. Therefore, popular marshmallows-based snacks have always been off-limits to American Muslim consumers. The growing emphasis on Halal foods by American Muslim consumers has opened an entirely new market for candy and other food products. Halal Select Snacks has focused attention on this emerging demand from the Muslim community by providing Halal snacks.

Company founder and owner, Ratib Habbal said the Dearborn-based company makes its products Halal (suitable for Muslims) because it uses fish gelatin, which is the only animal derived ingredient used in production. For Muslims, all fish is automatically permissible according to the Quran 5:96 (Muslim Holy Book), which guarantees its Halal without Halal certification from a religious association.

Habbal introduced fish gelatin products when he founded the company upon completing his MBA at Wayne State University in Detroit. Having being deprived of marshmallows for over a decade, he decided to satisfy his craving by establishing an entire candy company for the millions of American Muslims. According to Habbal, the company's goal has been focused on bringing once inaccessible treats to the American Muslim market.

The Halal Crispy Treats and Marshmallows are just the beginning according to Habbal as he hopes to expand the company's snack range offering with other gelatin-based snacks such as gummy bears, marshmallow cereals, and marshmallows for hot chocolate. To discover more, visit: www.HalalCrispyTreats.com .